The World Wide Web is like a running race or marathon where websites compete
to reach the finish line first. In this case, the finish line is a higher
ranking. And in this race for supremacy, it is important to avoid duplicate
content and its penalties.
To facilitate the efficient functioning of directories, search engines have
been armed with content filters. This removes or filters duplicate content
from pages it's indexing. And the most hurtful penalty is lower rankings.
Unfortunately, these filters not only catch rogues but web pages that are
genuine too. What webmasters need to do is understand how filters function
and know what action is to be taken to avoid being filtered out.
When a search engine sends out spiders the filters leave out or sieve:
. Websites that feature identical content. And when within a site the
webmaster includes many copies or versions of pages to cheat the search
engines. Filters are also extremely sensitive to "doorway" pages.
. Content masked by different packaging. Known as "scraped content" this
duplication of pages with little or no relevant changes falls prey to
filters.
. Product descriptions featured by e-commerce sites. Most e-commerce sites
publish alongside a product the manufacturer's description of the product
and this content then appears on zillions of e-commerce sites falling victim
to filters.
. Articles distributed widely over the net. While some engines are
programmed to find the origin of the article there are others who may not be
able to source the origins.
. Pages that are not duplicates but contain the same core material written
by different people.
To get the better of filters you need to:
. Use a tool like the Similar Page Checker
http://www.webconfs.com/similar-page-checker.php to ensure that the pages in
your site are not mirroring content from elsewhere. In case there are other
URLS with similar or identical content the tool will reveal them to you and
you will be able to make changes in your pages.
. Be vigilant and know who has "helped" themselves to your content. By
using www.copyscape.com you can determine which websites have stolen or
copied your work.
. Even if you do use distributed content you can add a commentary or make
changes to the page focusing on its relevance to your site. By making any
content your own you are making it unique and different and this will ensure
that the pages are not filtered by search engines.
. Even if you are running an e-commerce site you must include product
descriptions that are distinctively yours and not run of the mill.
Learn as much as you can about duplicate content and its dangers. Read the
issues that were discussed at the SES 2006 New York Session and other
forums. Remember most search engines, Google, Yahoo, or Open Directory
Project do not want to be flooded by duplicate content and web pages.
Jake Baillie, President of TrueLocal listed the duplicate content mistakes
to be: circular navigation; printer friendly pages; inconsistent linking;
product only pages; transparent serving domains; and bad cloaking.
It is important for sites to get high ranking through fair and not foul
means.
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